You Don’T Have to Be Paranoid to Shop Here But Being Sceptical Helps: Empowered New Zealand Consumers, Past and Present?

Reports of consumers seeking to engage and influence suppliers of products and services through their actions in the marketplace are well documented in marketing and consumer behaviour literature. Such acts of consumer resistance are mainly viewed and described in terms of ‘consumer empowerment’. But what exactly does theoretical empowerment mean for real consumers in a real place? Our presentation presents findings from present day ethical consumers in Dunedin, New Zealand alongside a researched history of the Dunedin Consumer Association from the 1960s and 1970s. This comparative study seeks to expand our understanding of the concept of consumer empowerment.



Citation:

Ian Brailsford and Deirdre Shaw (2006) ,"You Don’T Have to Be Paranoid to Shop Here But Being Sceptical Helps: Empowered New Zealand Consumers, Past and Present?", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 74-74.

Authors

Ian Brailsford, University of Auckland, New Zealand
Deirdre Shaw, Glasgow Caledonian University, United Kingdom



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006



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